Green Buying Behaviour: Global Online Survey
The growing emphasis on food safety and environmental issues means that terms such as “green”, “organic”, “locally sourced”, “free range” and “fair trade” have begun to feature increasingly on the labels and ingredient lists of an array of consumer goods. This new report analyses results from Euromonitor International’s 2011 Annual Study of global consumers across eight countries to find out how these factors are guiding shoppers’ purchasing decisions and what this means for marketers.
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Strategy Briefings offer unique insight into emerging trends world-wide. Aimed squarely at strategists and planners, they draw on Euromonitor International’s vast information resources to give top line insight across markets and within consumer segments. Written by some of our most experienced analysts, they are designed as provocations for senior management to use in their own forum, allowing them to stand back and reflect on the behaviour and motivation driving global markets today and tomorrow
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
...
Strategy Briefings offer unique insight into emerging trends world-wide. Aimed squarely at strategists and planners, they draw on Euromonitor International’s vast information resources to give top line insight across markets and within consumer segments. Written by some of our most experienced analysts, they are designed as provocations for senior management to use in their own forum, allowing them to stand back and reflect on the behaviour and motivation driving global markets today and tomorrow
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Strategy Briefing market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Executive Summary
Survey Findings
Chart 1 Global: 'How important are the following factors/descriptors to you when considering purchasing a product or service?'
Chart 2 Global: 'How trustworthy do you consider the following descriptors when used to label products?'
the Definition of 'natural' and 'organic'
What Shoppers Are Willing To Pay More for
Chart 3 Global: 'I am willing to pay more for a product that is _'
the Impact of Dietary Restrictions
Outlook
Rationale and Context
the Survey
Report Focus
Economic Context
Table 1 Real GDP Growth by Country 2009-2011
Global Overview
What Counts Most for Shoppers?
Table 2 Fairtrade Sales by Country 2009-2010
Chart 4 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by country
Chart 5 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
How Trustworthy Are Label Descriptors?
Chart 6 'How trustworthy do you consider the following descriptors when used to label products?', by country
How Do Shoppers Define 'natural' and 'organic'?
Chart 7 Global: 'To me, a 'natural' product is one that is:'
Chart 8 Global: 'To me, a 'organic' product is one that is:'
What Are Shoppers Willing To Pay More For?
Chart 9 'I am willing to pay more for a product that is _', by country
the Impact of Dietary Restrictions
Chart 10 Dietary restrictions pertaining to meat-eating by country
Chart 11 'How important are the following factors/descriptors to you when considering purchasing a product or service?': meat-eating/non meat-eating split
Market Trends
Table 3 Global Sales of NH Packaged Food and Drink 2005/2010
Table 4 Global Sales of Organic Packaged Food and Drink 2005/2010
Brazil
What Counts Most for Shoppers?
Chart 12 Brazil: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 13 Brazil: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by work status
How Trustworthy Are Label Descriptors?
Chart 14 Brazil: 'How trustworthy do you consider the following descriptors when used to label products?', by gender
Chart 15 Brazil: 'How trustworthy do you consider the following descriptors when used to label products?', by age group
How Do Shoppers Define 'natural' and 'organic'?
Chart 16 Brazil: 'To me a 'natural' product is one that:'
Chart 17 Brazil: 'To me an 'organic' product is one that:'
What Are Shoppers Willing To Pay More For?
Chart 18 Brazil: 'I am willing to pay more for a product that is _', by gender
Chart 19 Brazil:'I am willing to pay more for a product that is _', by education level
Trends in Organic and Natural Food
Chart 20 Brazil: Global Sales of NH Packaged Food and Drink 2005-2010
Chart 21 Brazil: Global Sales of Organic Packaged Food and Drink 2005-2010
China
What Counts Most for Shoppers?
Chart 22 China: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 23 China: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by work status
How Trustworthy Are Label Descriptors?
Chart 24 China: 'How trustworthy do you consider the following descriptors when used to label products?', by gender
Chart 25 China: 'How trustworthy do you consider the following descriptors when used to label products?', by age group
How Do Shoppers Define 'natural' and 'organic'?
Chart 26 China: 'To me a 'natural' product is one that:'
Chart 27 China: 'To me an 'organic' product is one that:'
What Are Shoppers Willing To Pay More For?
Chart 28 China: 'I am willing to pay more for a product that is _', by gender
Chart 29 China 'I am willing to pay more for a product that is _', by education level
Trends in Organic and Natural Food
Chart 30 China: Global Sales of Packaged NH Food and Drink 2005-2010
Chart 31 China: Global Sales of Organic Packaged Food and Drink 2005-2010
France
What Counts Most for Shoppers?
Chart 32 France: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 33 France: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by work status
How Trustworthy Are Label Descriptors?
Chart 34 France: 'How trustworthy do you consider the following descriptors when used to label products?', by gender
Chart 35 France: 'How trustworthy do you consider the following descriptors when used to label products', by age group
How Do Shoppers Define 'natural' and 'organic'?
Chart 36 France: 'To me a 'natural' product is one that:'
Chart 37 France: 'To me an 'organic' product is one that:'
What Are Shoppers Willing To Pay More For?
Chart 38 France: 'I am willing to pay more for a product that is _', by gender
Chart 39 France 'I am willing to pay more for a product that is _', by education level
Trends in Organic and Natural Food
Chart 40 France: Global Sales of NH Packaged Food and Drink 2005-2010
Chart 41 France: Global Sales of Organic Packaged Food and Drink 2005-2010
Germany
What Counts Most for Shoppers?
Chart 42 Germany: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 43 Germany: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by age group
How Trustworthy Are Label Descriptors?
Chart 44 Germany: 'How trustworthy do you consider the following descriptors when used to label products?', by gender
Chart 45 Germany: 'How trustworthy do you consider the following descriptors when used to label products', by age group
How Do Shoppers Define 'natural' and 'organic'?
Chart 46 Germany: 'To me a 'natural' product is one that:'
Chart 47 Germany: 'To me an 'organic' product is one that:'
What Are Shoppers Willing To Pay More For?
Chart 48 Germany: 'I am willing to pay more for a product that is:', by gender
Chart 49 Germany: 'I am willing to pay more for a product that is:', by education level
Trends in Organic and Natural Food
Chart 50 Germany: Global Sales of NH Packaged Food and Drink 2005-2010
Chart 51 Germany: Global Sales of Organic Packaged Food and Drink 2005-2010
India
What Counts Most for Shoppers?
Chart 52 India: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 53 India: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by work status
How Trustworthy Are Label Descriptors?
Chart 54 India: 'How trustworthy do you consider the following descriptors when used to label products?', by gender
Chart 55 India: 'How trustworthy do you consider the following descriptors when used to label products', by age group
How Do Shoppers Define 'natural' and 'organic'?
Chart 56 India: 'To me a 'natural' product is one that:'
Chart 57 India: 'To me an 'organic' product is one that:'
What Are Shoppers Willing To Pay More For?
Chart 58 India: 'I am willing to pay more for a product that is _', by gender
Chart 59 India: 'I am willing to pay more for a product that is _', by education level
Market Trends
Chart 60 India: Global Sales of NH Packaged Food and Drink 2005-2010
Chart 61 India: Global Sales of Organic Packaged Food and Drink 2005-2010
Japan
What Counts Most for Shoppers?
Chart 62 Japan: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 63 Japan: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by work status
How Trustworthy Are Label Descriptors?
Chart 64 Japan: 'How trustworthy do you consider the following descriptors when used to label products?', by gender
Chart 65 Japan: 'How trustworthy do you consider the following descriptors when used to label products', by age group
How Do Shoppers Define 'natural' and 'organic'?
Chart 66 Japan: 'To me a 'natural' product is one that:'
Chart 67 Japan: 'To me an 'organic' product is one that:'
What Are Shoppers Willing To Pay More For?
Chart 68 Japan: 'I am willing to pay more for a product that is _', by gender
Chart 69 Japan: 'I am willing to pay more for a product that is _', by education level
Trends in Organic and Natural Food
Chart 70 Japan: Global Sales of NH Packaged Food and Drink 2005-2010
Chart 71 Japan: Global Sales of Organic Packaged Food and Drink 2005-2010
UK
What Counts Most for Shoppers?
Chart 72 UK: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 73 UK: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by work status
How Trustworthy Are Label Descriptors?
Chart 74 UK: Sales of Fairtrade Products by Type 2009
Chart 75 UK: 'How trustworthy do you consider the following descriptors when used to label products?', by gender
Chart 76 UK: 'How trustworthy do you consider the following descriptors when used to label products', by age group
How Do Shoppers Define 'natural' and 'organic'?
Chart 77 UK: 'To me a 'natural' product is one that:'
Chart 78 UK: 'To me an 'organic' product is one that:'
What Are Shoppers Willing To Pay More For?
Chart 79 UK: 'I am willing to pay more for a product that is _', by gender
Chart 80 UK: 'I am willing to pay more for a product that is _', by education level
Trends in Organic and Natural Food
Chart 81 UK: Global Sales of NH Packaged Food and Drink 2005-2010
Chart 82 UK: Global Sales of Organic Packaged Food and Drink 2005-2010
US
What Counts Most for Shoppers?
Chart 83 US: Number of Operating Farmers' Markets 2008-2011
Chart 84 US: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 85 US: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by age group
How Trustworthy Are Label Descriptors?
Chart 86 US: 'How trustworthy do you consider the following descriptors when used to label products?', by gender
Chart 87 US: 'How trustworthy do you consider the following descriptors when used to label products', by age group
How Do Shoppers Define 'natural' and 'organic'?
Chart 88 US: 'To me a 'natural' product is one that:'
Chart 89 US: 'To me an 'organic' product is one that:'
What Are Shoppers Willing To Pay More For?
Chart 90 US: 'I am willing to pay more for a product that is _', by gender
Chart 91 US: 'I am willing to pay more for a product that is _', by education level
Trends in Organic and Natural Food
Chart 92 US: Global Sales of NH Packaged Food and Drink 2005-2010
Chart 93 US: Global Sales of Organic Packaged Food and Drink 2005-2010
Outlook and Implications
Forecast Market Trends
Table 5 Forecast Global Sales of NH Packaged Food and Drink by Country 2010/2015
Table 6 Forecast Sales of Organic Packaged Food and Drink 2010/2015
Appendix: the Annual Study 2011
Methodology
Focus and Design
Fielding and Data Cleaning
Chart 94 Sample vs Population 2011
Online Sampling Considerations
Survey Questions
Euromonitor International Product Definitions
Survey Findings
Chart 1 Global: 'How important are the following factors/descriptors to you when considering purchasing a product or service?'
Chart 2 Global: 'How trustworthy do you consider the following descriptors when used to label products?'
the Definition of 'natural' and 'organic'
What Shoppers Are Willing To Pay More for
Chart 3 Global: 'I am willing to pay more for a product that is _'
the Impact of Dietary Restrictions
Outlook
Rationale and Context
the Survey
Report Focus
Economic Context
Table 1 Real GDP Growth by Country 2009-2011
Global Overview
What Counts Most for Shoppers?
Table 2 Fairtrade Sales by Country 2009-2010
Chart 4 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by country
Chart 5 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
How Trustworthy Are Label Descriptors?
Chart 6 'How trustworthy do you consider the following descriptors when used to label products?', by country
How Do Shoppers Define 'natural' and 'organic'?
Chart 7 Global: 'To me, a 'natural' product is one that is:'
Chart 8 Global: 'To me, a 'organic' product is one that is:'
What Are Shoppers Willing To Pay More For?
Chart 9 'I am willing to pay more for a product that is _', by country
the Impact of Dietary Restrictions
Chart 10 Dietary restrictions pertaining to meat-eating by country
Chart 11 'How important are the following factors/descriptors to you when considering purchasing a product or service?': meat-eating/non meat-eating split
Market Trends
Table 3 Global Sales of NH Packaged Food and Drink 2005/2010
Table 4 Global Sales of Organic Packaged Food and Drink 2005/2010
Brazil
What Counts Most for Shoppers?
Chart 12 Brazil: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 13 Brazil: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by work status
How Trustworthy Are Label Descriptors?
Chart 14 Brazil: 'How trustworthy do you consider the following descriptors when used to label products?', by gender
Chart 15 Brazil: 'How trustworthy do you consider the following descriptors when used to label products?', by age group
How Do Shoppers Define 'natural' and 'organic'?
Chart 16 Brazil: 'To me a 'natural' product is one that:'
Chart 17 Brazil: 'To me an 'organic' product is one that:'
What Are Shoppers Willing To Pay More For?
Chart 18 Brazil: 'I am willing to pay more for a product that is _', by gender
Chart 19 Brazil:'I am willing to pay more for a product that is _', by education level
Trends in Organic and Natural Food
Chart 20 Brazil: Global Sales of NH Packaged Food and Drink 2005-2010
Chart 21 Brazil: Global Sales of Organic Packaged Food and Drink 2005-2010
China
What Counts Most for Shoppers?
Chart 22 China: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 23 China: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by work status
How Trustworthy Are Label Descriptors?
Chart 24 China: 'How trustworthy do you consider the following descriptors when used to label products?', by gender
Chart 25 China: 'How trustworthy do you consider the following descriptors when used to label products?', by age group
How Do Shoppers Define 'natural' and 'organic'?
Chart 26 China: 'To me a 'natural' product is one that:'
Chart 27 China: 'To me an 'organic' product is one that:'
What Are Shoppers Willing To Pay More For?
Chart 28 China: 'I am willing to pay more for a product that is _', by gender
Chart 29 China 'I am willing to pay more for a product that is _', by education level
Trends in Organic and Natural Food
Chart 30 China: Global Sales of Packaged NH Food and Drink 2005-2010
Chart 31 China: Global Sales of Organic Packaged Food and Drink 2005-2010
France
What Counts Most for Shoppers?
Chart 32 France: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 33 France: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by work status
How Trustworthy Are Label Descriptors?
Chart 34 France: 'How trustworthy do you consider the following descriptors when used to label products?', by gender
Chart 35 France: 'How trustworthy do you consider the following descriptors when used to label products', by age group
How Do Shoppers Define 'natural' and 'organic'?
Chart 36 France: 'To me a 'natural' product is one that:'
Chart 37 France: 'To me an 'organic' product is one that:'
What Are Shoppers Willing To Pay More For?
Chart 38 France: 'I am willing to pay more for a product that is _', by gender
Chart 39 France 'I am willing to pay more for a product that is _', by education level
Trends in Organic and Natural Food
Chart 40 France: Global Sales of NH Packaged Food and Drink 2005-2010
Chart 41 France: Global Sales of Organic Packaged Food and Drink 2005-2010
Germany
What Counts Most for Shoppers?
Chart 42 Germany: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 43 Germany: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by age group
How Trustworthy Are Label Descriptors?
Chart 44 Germany: 'How trustworthy do you consider the following descriptors when used to label products?', by gender
Chart 45 Germany: 'How trustworthy do you consider the following descriptors when used to label products', by age group
How Do Shoppers Define 'natural' and 'organic'?
Chart 46 Germany: 'To me a 'natural' product is one that:'
Chart 47 Germany: 'To me an 'organic' product is one that:'
What Are Shoppers Willing To Pay More For?
Chart 48 Germany: 'I am willing to pay more for a product that is:', by gender
Chart 49 Germany: 'I am willing to pay more for a product that is:', by education level
Trends in Organic and Natural Food
Chart 50 Germany: Global Sales of NH Packaged Food and Drink 2005-2010
Chart 51 Germany: Global Sales of Organic Packaged Food and Drink 2005-2010
India
What Counts Most for Shoppers?
Chart 52 India: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 53 India: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by work status
How Trustworthy Are Label Descriptors?
Chart 54 India: 'How trustworthy do you consider the following descriptors when used to label products?', by gender
Chart 55 India: 'How trustworthy do you consider the following descriptors when used to label products', by age group
How Do Shoppers Define 'natural' and 'organic'?
Chart 56 India: 'To me a 'natural' product is one that:'
Chart 57 India: 'To me an 'organic' product is one that:'
What Are Shoppers Willing To Pay More For?
Chart 58 India: 'I am willing to pay more for a product that is _', by gender
Chart 59 India: 'I am willing to pay more for a product that is _', by education level
Market Trends
Chart 60 India: Global Sales of NH Packaged Food and Drink 2005-2010
Chart 61 India: Global Sales of Organic Packaged Food and Drink 2005-2010
Japan
What Counts Most for Shoppers?
Chart 62 Japan: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 63 Japan: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by work status
How Trustworthy Are Label Descriptors?
Chart 64 Japan: 'How trustworthy do you consider the following descriptors when used to label products?', by gender
Chart 65 Japan: 'How trustworthy do you consider the following descriptors when used to label products', by age group
How Do Shoppers Define 'natural' and 'organic'?
Chart 66 Japan: 'To me a 'natural' product is one that:'
Chart 67 Japan: 'To me an 'organic' product is one that:'
What Are Shoppers Willing To Pay More For?
Chart 68 Japan: 'I am willing to pay more for a product that is _', by gender
Chart 69 Japan: 'I am willing to pay more for a product that is _', by education level
Trends in Organic and Natural Food
Chart 70 Japan: Global Sales of NH Packaged Food and Drink 2005-2010
Chart 71 Japan: Global Sales of Organic Packaged Food and Drink 2005-2010
UK
What Counts Most for Shoppers?
Chart 72 UK: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 73 UK: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by work status
How Trustworthy Are Label Descriptors?
Chart 74 UK: Sales of Fairtrade Products by Type 2009
Chart 75 UK: 'How trustworthy do you consider the following descriptors when used to label products?', by gender
Chart 76 UK: 'How trustworthy do you consider the following descriptors when used to label products', by age group
How Do Shoppers Define 'natural' and 'organic'?
Chart 77 UK: 'To me a 'natural' product is one that:'
Chart 78 UK: 'To me an 'organic' product is one that:'
What Are Shoppers Willing To Pay More For?
Chart 79 UK: 'I am willing to pay more for a product that is _', by gender
Chart 80 UK: 'I am willing to pay more for a product that is _', by education level
Trends in Organic and Natural Food
Chart 81 UK: Global Sales of NH Packaged Food and Drink 2005-2010
Chart 82 UK: Global Sales of Organic Packaged Food and Drink 2005-2010
US
What Counts Most for Shoppers?
Chart 83 US: Number of Operating Farmers' Markets 2008-2011
Chart 84 US: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by gender
Chart 85 US: 'How important are the following factors/descriptors to you when considering purchasing a product or service?', by age group
How Trustworthy Are Label Descriptors?
Chart 86 US: 'How trustworthy do you consider the following descriptors when used to label products?', by gender
Chart 87 US: 'How trustworthy do you consider the following descriptors when used to label products', by age group
How Do Shoppers Define 'natural' and 'organic'?
Chart 88 US: 'To me a 'natural' product is one that:'
Chart 89 US: 'To me an 'organic' product is one that:'
What Are Shoppers Willing To Pay More For?
Chart 90 US: 'I am willing to pay more for a product that is _', by gender
Chart 91 US: 'I am willing to pay more for a product that is _', by education level
Trends in Organic and Natural Food
Chart 92 US: Global Sales of NH Packaged Food and Drink 2005-2010
Chart 93 US: Global Sales of Organic Packaged Food and Drink 2005-2010
Outlook and Implications
Forecast Market Trends
Table 5 Forecast Global Sales of NH Packaged Food and Drink by Country 2010/2015
Table 6 Forecast Sales of Organic Packaged Food and Drink 2010/2015
Appendix: the Annual Study 2011
Methodology
Focus and Design
Fielding and Data Cleaning
Chart 94 Sample vs Population 2011
Online Sampling Considerations
Survey Questions
Euromonitor International Product Definitions
